TVS Sport's ad campaign shows how it can be your partner in pursuit of success

The campaign is conceptualised by Mullen Lowe Lintas Group and follows the journey of a young boxer from a small village straight to the National Sports Training Facility in the city

ETBrandEquity

Updated: April 17, 2017, 15:24 IST

TVS Motor Company launched a new advertising campaign for its motorcycle brand TVS Sport. The campaign is conceptualised by Mullen Lowe Lintas Group and follows the journey of a young boxer from a small village straight to the National Sports Training Facility in the city. He is abetted by TVS Sport, the perfect partner in his pursuit of success; the product’s unmatched fuel economy of 95 km/l, 5 year warranty and affordable pricing; one that is an ideal fit for his requirement.

The film opens with a young man riding out of his village on TVS Sport, reminiscing how his humble beginnings never stopped him from chasing his dreams. He rides past the local gym in the village, smiling at how his goals have changed over the years. Riding on the dusty roads in the outskirts, he passes by a broken bike and continues unperturbed on his TVS Sport. His determination is fuelled by the confidence that his bike is high on mileage and durability and is ready to be pushed to new limits. As the film closes, we see him take off his jacket, revealing his jersey with National Boxer imprinted on it thus cementing his position as a go-getter.

Watch the ad here:

The concluding voiceover reinstates that we must never let distances or difficult roads get into the way of achieving our dreams.

Speaking about the campaign, Arun Siddharth, vice president – marketing (motorcycles), TVS Motor Company said, “In today’s evolving India, success is not limited by geographies. The youth residing in small towns, harbour dreams of making it big in life and surpass every obstacle. TVS Sport with its unmatchable mileage, and durability gives them an edge on their path to achieving success beyond the prescribed boundaries. The film is an attempt to celebrate the spirit of such people who set their sights higher and overcome challenges.”

Rajesh Ramaswamy, excutive drector, MullenLowe Lintas Group said “Young Indians are determined to succeed, regardless of the obstacles in their path. We wanted to position the TVS Sport, which offers great mileage and durability, as the perfect partner for these young, go-getters who will stop at nothing to achieve their dreams. It’s a perfect fit and the ad captures both the mind-set of the youth today and the salient features of the bike.”